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The Boston Globe

Business

Ron Burgundy pitches for Chrysler

AUBURN HILLS, Mich. — When you’ve got the smallest marketing budget of the Detroit Three automakers, you have to take risks to get your TV spots noticed.

That’s why Olivier Francois, Chrysler’s marketing chief, gambles a lot. He’s following successful ads featuring rapper Eminem and movie star Clint Eastwood with a pitch from a fictitious character — egotistical airhead television anchorman Ron Burgundy from the 2004 movie ‘‘Anchorman: The Legend of Ron Burgundy.’’

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